The Tourist Perceived Risk towards Travel Intention

Past tourism scholars have identified the perceived risk effects on destination choices and travel
behavior. The relationship between tourists perceived risk and tourists travel intention has not been
explored much, especially in the Malaysian context, but existing studies suggest a close relationship
between them. This chapter proposes to examine the influence of risks perception by tourists on their
travel intentions to visit Malaysia. In addition, in the literature, it is stated that there is still not enough
empirical evidence in explaining how the tourists risk perception affect the travel intention to visit
Malaysia. The respondents of this study will be western tourists who have never visited Malaysia
before. The data of this study will be analysed using the structural equation modelling partial least
square (SEM-PLS). This study will benefit the authorities in improving weaknesses as well as
changing the policies needed to develop a better tourism experience, especially for international
tourists. This study will expand the knowledge of risks and travel intentions related to this study area
in general and Malaysia in particular.